Karelin at coffeeshop with client

Capture Your Ideal Client’s Attention

Time to get more specific on the simple 3-step marketing strategy to connect you with your ideal customer and stop wasting money on this costly mistake.

In my overview, I shared that to really serve your clients well, you need to do three simple things: Capture, Teach, and Invite. This post is all about the capture.

Who Is Your Ideal Client?

The first thing to be determined is, who is your ideal client? Without knowing who you want to attract, your marketing messages will be hit or miss. A good strategy will always start with knowing who it is you want to serve.

Ask yourself these questions:

  • Demographics: male/female/non-binary, age range, marital status, family life, work
  • What is their most pressing problem or the pain they have?
  • What do they hope to gain from a solution?
  • What would happen if they didn’t find a solution?
  • What is the aspiration or gain they are hoping for?

 

It’s tempting to think that if we narrow down our audience, we will lose business. This couldn’t be farther from the truth. The more specific your niche, the better you will “speak the language” of your ideal client. You will attract more than just them but your ideal clients will be your raving fans.

In Marketing, Clarity Is Key

So the next part of capturing your audience’s attention is to sum up your business in just one sentence. This is often called a one-liner, an elevator pitch, or a value proposition statement. Simply put, your one-line should answer these questions:

  • Who you serve
  • What’s their problem
  • Your unique solution
  • The aspirational future of your client

 

A one-line could go something like this:

“I help women coaches, consultants, and service providers clarify their message and present themselves online with a fully branded website that can be completed in less than five days.”  

Sound familiar? That’s mine.

Once you get this down, memorize it. Post it on your website, social media, email signature lines, ads, and more. Write blog posts about it. Make videos on it… You get the idea. This becomes the way you introduce yourself at networking events. Your one-liner will become the foundation for all of your marketing collateral.

Create Your Brand Identity

The last piece of marketing that grabs your ideal client’s attention is your brand identity. The best way to think of this is to look at examples in nature. Bees are attracted to flowers because of their vibrant colors. Those colors tell the bees that there is something yummy waiting for them if they just come closer.

Your marketing materials, from your website to your social posts, should have a unified color scheme, image style, fonts, and “voice” that connects your prospect to your company. It should be recognizable across all the places your business is visible.

There is more behind this than simply looking good. We know that with all the thousands of marketing messages out there, it takes 7-12 looks at your business before it truly registers in your prospect’s mind. You want your brand identity to not only attract them but to be one they become used to seeing. The less their brain has to work to figure out who you are, the fewer barriers to taking the next step.

Having a strong brand identity also keeps your business on theme as your team grows. All members will have a set guide to work from as they create the company’s emails, posts, and more.

Investing Some Time Will Set You Apart

When you implement these three components to attract your ideal client, your marketing will better connect and the return will be dramatic. You will be speaking in words they speak, clearly summing up what you offer, and presenting a brand that feels like home. All of these pave a path to a business relationship. 

To be honest, not many small business owners take the time to get this done. Their marketing is incohesive and doesn’t reach the audience they want. The people they do reach are often unqualified for their services. This wastes their marketing budgets and the most precious commodity, time. Many conclude that marketing doesn’t work. The truth is, unfocused marketing is almost worse than none at all.

We’re not quite finished yet. 

Let’s take a deep dive into the ICA – there’s more to a person than their demographics.  Check this out!

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